A fresh push on water saving tips will be promoted this summer by Waterwise and Water UK who have joined forces to launch a national water efficiency campaign called Water’s Worth Saving.
The initiative is a collaboration between water companies in response to the surge in domestic water use during lockdown.
The campaign will involve simple clear messaging about reducing water usage with tips for around the house and garden, which Water UK chief executive Christine McGourty said she hoped would reach around 20 million people.
The aim is to help people understand the need to save water and will include advice for homes, gardens, workplaces and how to conserve water during the coronavirus pandemic.
Speaking at Waterwise’s digital conference, McGourty said the campaign would have an overarching national message delivered in a tone that was empathetic rather than instructional. She said it was important to set the right tone because people may be turned off from the message if they feel they are being lectured at.
Recent dry weather and increased water use during lockdown meant water networks across the UK struggled to keep up with demand and the water companies asked customers to avoid using sprinklers and hosepipes at times of peak demand. Some regions saw water usage increase by up to a third.
Many water companies have been forced to change their approach to water efficiency messaging because home visits and school sessions have been put on pause, so it was important to find another way to get the message across.
Last week the Public Accounts Committee (PAC) released its findings based on a hearing with regulators on managing supply and demand of water that warned supplies could be threatened within 10 years. It advocated for a national campaign with governmental backing as well as to introduce mandatory water labels for household goods.
McGourty called the Environment Bill the “perfect vehicle” for introducing not only water labels but lower per capita consumption (PCC) targets and building regulations for new builds.
Waterwise’s event began on Monday with shadow minister for the environment Luke Pollard urging people to “make some noise” for water efficiency to make sure it was higher on the agenda of politicians, legislators, policymakers and the general public.